New Ad Deal a Threat to Portals?
September 2, 2009 by Alice Allan
Australian advertising sales company The Ad Network has just signed deals with real estate companies including LJ Hooker, Century 21, Laing+Simmons, First National and Richardson & Wrench to represent their websites to advertisers.
The Ad Network, founded in 2008, states that its real estate focused advertising network gives advertising partners access to one million monthly unique browsers. Managing director Beth O’Brien explained the new deal in a company statement:
“The Ad Network makes accessible Australia’s top real estate brands for media buyers through one provider. These assets provide an advertiser with superior brand association and access to a highly targeted and serious property investor market, perfect for home loan and home insurance advertisers.”
O’Brien predicts that the recent addition of real estate agent listings to Google Maps will lead to greater real estate agent website usage as consumers bypass property portals.
“Their [real estate agents'] traffic is increasing phenomenally and for them it is now about generating revenue from the right brands and from premium brands,” O’Brien told The Australian newspaper. “The new Nielsen NetView data shows that a significant percentage of traffic does not go to sites such as domain.com.au and realestate.com.au.”
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In Australia and the US, Google has added properties for sale to its mapping site – maps.google.com. Users of Google Maps are now able to see a selection of homes for sale and rent plotted on the maps. These homes for sale seem to be sourced from Google Base – Google’s classifieds engine. It is free for anyone to upload a listing and this can be done through an online interface or through an XML data feed. The inclusion of property listings from Google Base onto Google Maps has some parts of the Australia real estate world abuzz with thoughts of the end of market leaders’ realestate.com.au and domain.com.au. However, while this launch is new and innovative in the Australian market, a lot has to fall in place before realestate.com.au and domain.com.au are truly affected by the “entry” of Google into the Australian real estate advertising scene....
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According to Nielson Net ratings Market Intelligence from October 08, realestateview.com.au is the fastest growing real estate website in Australia, achieving double-digit growth between January – October 2008. ...
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Markets too small to get traction in aust.
I would not bet on this
The top 3 sites have all the traffic
The next thirty dont even add much over a cple mill ubs
very wise words snoop though the real battle will be mobile device advertising at the moment in its infancy in the oz market ;compared to europe and us where its a little more advanced. Who ever throws down the gauntlet and begins to move onto this platform now and become established, will drive foward. This will be the real key for dominance of ad revenues in general in the next few years.
two years ago I would have said ‘mobile schmobile’…but with smart phones going as well as they are you might be right.
sure, but even though it’s only a few million UV’s – it’s a highly targeted environment that banks and insurance companies will want to get in front of and they will pay for it. As performance marketing drives down the cpm’s media owners can get, long term, industry specific networks will be able to garner a higher cpm.